Retail powerhouse Amazon ships to more than 100 countries and is one of the brands most trusted by American consumers, according to some pollsincluding Harvard CAPs Harris Poll, List of morning consultations, Axios Harris Polland others.
Amazon did 574.8 billion dollars in net sales last year with more than half of those sales, over 60%, coming from independent American sellers — or small or medium-sized businesses. Independent sellers sold more than 4.1 billion products and realized an average of $230,000 each in sales in 2022.
And who is buying all those goods? New data from market research firm Numerator shows that Amazon shoppers are more likely to be Gen X (1965-1981), middle-income ($40,000 to $80,000), white/Caucasian and female.
Numerator found that 99% of shoppers return to Amazon for another purchase, and most return multiple times – the average Amazon customer made 72 purchases last year.
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Numerator data also points out that 81% of US households bought something on Amazon in 2023 and spent an average of $2,662 on the platform. The aimBy comparison, it was attended by 77% of American households about 23 times throughout the year. Shoppers spent more than twice as much at Amazon as at Target, which had an annual purchase rate of $1,103.
Shopper demographics were also different at Target, with Gen Z (>1996) or millennials (1982 to 1995) more likely to shop there.
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or special report from JungleScout looked at the seller side of Amazon. According to the company Seller survey statusthe top categories for sellers are home and kitchen (35%), beauty and personal care (26%), clothing, shoes and jewelry (20%) and toys and games (18%).
“You don't have to be this big company to launch a product,” Alfred Mai, founder and CEO of ASM Games, said Amazon. “It doesn't matter how small you are, we are able to compete with some of the biggest players.”